Reaching out to a broad audience

REACHING OUT TO A
BROAD AUDIENCE
Gerry Baker
Associate Executive Director, IOGCC
IOGCC Annual Meeting, Public Outreach Committee
October 17, 2011
Hydraulic…WHAT??
• Hydraulic
fracturing
is
very
technical
and
can
be
difficult
for
the
public
to
understand.
• Causes
for
concern:
– Oil
and
natural
gas
development
in
new
areas
– Informa<on
overload
in
media
(some
incorrect)
– Lack
of
transparency
from
industry
regarding
chemicals
– Misunderstanding
of
state
vs
federal
regulatory
process
– Percep<on
of
risk
What’s
the
Reality
of
Risk?
• When
people
do
not
get
all
of
the
informa<on,
or
informa<on
is
too
technical,
they
begin
to
fill
in
the
holes
with
what
they
can
imagine:
– Will
chemicals
harm
my
family’s
health?
– How
will
this
impact
my
land,
my
drinking
water?
• The
perceived
risk,
even
if
it
isn’t
a
reality,
makes
hydraulic
fracturing
an
emo<onal
issue.
Filling
in
the
Blanks
• FracFocus
is
a
joint
project
of
the
Groundwater
Protec<on
Council
and
IOGCC
• Goal:
Site
users
should
walk
away
educated
about
the
hydraulic
fracturing
process,
chemicals
used
and
their
purpose
with
a
clear
perspec<ve.
Current
Status
• Industry
ParCcipaCon
– Par<cipa<ng
companies
=
66
– Repor<ng
companies
=
49
– Wells
reported
=
5,292
• Site
StaCsCcs
– Web
site
visits
=
85,105
– Unique
visitors
=
65,385
– Countries
=
125
Where
to
Next?
• Build
a
clear
and
recognizable
na<onal
brand
iden<ty
– Strengths
&
Messaging
• FracFocus
is
currently
the
ONLY
site
where
users
can
find
out
chemicals
used
by
companies
for
hydraulic
fracturing
by
well,
all
in
one
place
as
well
as
state-­‐by-­‐
state
regula<ons.
• FracFocus
provides
objecCve
and
truthful
informa<on.
A
Broad
Audience
• FracFocus’s
success
requires
reaching
a
vast
audience
na<onwide.
– Targets
• Federal
Government
• State
Government
• Special
Interest
Groups
(Industrial,
Environmental,
Etc)
• Industry
• Media
• General
Public
Plan
of
AcCon
• Research
– FracFocus
will
conduct
qualita<ve
and
quan<ta<ve
research
to
benchmark
and
shape
its
messaging
for
different
audiences.
– Key
Ques(ons:
• Current
knowledge/opinion
of
hydraulic
fracturing
• Current
knowledge/opinion
of
FracFocus
• Behavioral
–
Referrals
of
FracFocus,
why
or
why
not?
ObjecCves
&
Strategies
• ObjecCve
1:
– Increase
FracFocus’s
na<onal
brand
visibility
and
support
its
drive
to
become
a
dominant
source
of
hydraulic
fracturing
informa<on
na<onwide.
ObjecCves
&
Strategies
• Strategies
– Develop
a
stand-­‐alone
brand
for
FracFocus
to
reinforce
its
messages.
– Create
buzz
through
a
visible
product
launch
event.
– Reach
out
to
and
educate
special
interest
groups
who
will
publicly
support
FracFocus
as
a
reliable
source
of
informa<on.
– Encourage
references
to
FracFocus
as
a
reliable
source
of
informa<on
in
U.S.
government
reports.
– Increase
FracFocus
visibility
na<onally
by
genera<ng
mainstream
news
coverage.
ObjecCve
&
Strategies
• ObjecCve
2:
– Increase
total
site
visits
to
FracFocus.org
by
2012.
• Strategies
– Search
Engine
Op<miza<on
– Viral
Marke<ng
– Social
Networking
– Government
and
Industry
Support
and
Referral
ObjecCves
&
Strategies
• ObjecCve
3:
– Con<nue
to
build
industry
support
of
the
FracFocus
site
and
increase
new
wells
posted
by
2012.
• Strategies
–
Work
with
industry
groups
and
small
independents
to
secure
more
companies
and
reported
wells.
–
Work
with
state
and
federal
leaders
to
champion
FracFocus
and
ul<mately
secure
more
companies.
ObjecCves
&
Strategies
• ObjecCve
4:
– Garner
general
public
support
of
FracFocus
as
a
reliable
source
of
informa<on.
• Strategies
– Build
FracFocus
brand
iden<ty
through
targeted
and
specific
public
campaigns.
Where
Do
You
Fit
In?
• Top
to
bogom
support
from
state
and
federal
government
officials
and
industry
leaders
is
vital
to
the
success
of
FracFocus.
• QuesCon:
How
do
I
provide
support?
Where
Do
You
Fit
In?
• Ideas
for
FracFocus
Support
– State
Government
• Referral
to
Governors,
State
Legislators,
Industry
and
General
Public
• Links
to
the
site
on
state
Web
sites
– Federal
Government
• Work
with
IOGCC
and
Groundwater
Protec<on
Council
in
repor<ng
FracFocus
progress
to
na<onal
leaders
and
hydraulic
fracturing
commigees.
Where
Do
You
Fit
In?
– Industry
• Non-­‐Repor(ng
Companies:
– Referral
to
company
leaders
regarding
informa<on
and
signing
up
to
report
wells
• Repor(ng
Companies:
– Send
news
about
FracFocus
to
employees
through
intranet
and
employee
newslegers/magazines.
– Publicize
the
company’s
par<cipa<on
through
news
releases.
– Link
to
FracFocus
through
the
company
Web
site.
Wrapping
It
Up
• FracFocus
Inquiries:
Gerry
Baker
405.525.3556
gerry.baker@iogcc.state.ok.us
• QUESTIONS??

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REACHING OUT TO A
BROAD AUDIENCE
Gerry Baker
Associate Executive Director, IOGCC
IOGCC Annual Meeting, Public Outreach Committee
October 17, 2011
Hydraulic…WHAT??
• Hydraulic
fracturing
is
very
technical
and
can
be
difficult
for
the
public
to
understand.
• Causes
for
concern:
– Oil
and
natural
gas
development
in
new
areas
– Informa